Dan Quirk | 23rd Street
At the July 18 Del Mar City Council meeting, all five council members unanimously reaffirmed the decision to put a 1% sales tax measure on the November ballot—now officially known as Measure Q. One of the key factors influencing this unanimous decision was a presentation given by Tim McLarney of True North Research, a firm that specializes in political research and public opinion polling. In June, True North conducted a survey of Del Mar residents and obtained a very robust response rate from over 600 residents that easily exceeded initial expectations of 400 responses. (We all know Del Martians aren’t shy about expressing their opinions!) The results of the survey indicate that an overwhelming 71% of respondents would support the measure.
As a reminder to readers, an 8% sales tax is currently levied in Del Mar. Of that 8%, 7% goes to the state and county, while 1% goes to Del Mar. Del Mar’s 1% cut generates approximately $1.6 million in annual tax revenues for the city, the vast majority of which is paid for by visitors and tourists (including the fairgrounds). This new sales tax measure would raise the sales tax levied in Del Mar to 9% and would double Del Mar’s collections from $1.6 million to approximately $3.2 million per year.
If the ballot measure passes—as a general fund tax, it only needs a 50% simple majority—the additional funds can support critical infrastructure projects, notably the undergrounding of all utility lines in the city, improvement of roads and streetscapes including in the downtown village, and funding of parks and green spaces including the Shores Park redevelopment. This measure can be the means to substantially improve and beautify our city.
A group of motivated residents has been organizing to support and advocate for Measure Q. If you’d like to join the effort, please let us know—the more the merrier! Currently, we have over 200 publicly listed supporters at the website www.improvedelmar.com, which also has a lot of great information and further detail on the measure. We will be out in force knocking on doors and engaging the community this September and October as the November 8 election date approaches. If you’d like to show your support, please list your name on the website and definitely remember to vote! Let’s make Del Mar the most beautiful city on the planet! Vote YES on MEASURE Q!